Via this approach, GVC is to be enabled to plan, automate and optimise marketing strategies to build player loyalty, leading to significant increases in retention, engagement and lifetime value.

In turn, GVC is to execute its global marketing strategy across various regions, brands and regulations, with fully customisable multi-channel campaigns, to target a variety of customer segments.

Asaf Cohen, vice president of revenue at Optimove, commented: “GVC is a long-standing client and this renewal solidifies the relationship between companies even further. We’ve seen GVC grow and evolve over the years, and we’re very excited to have some part in its global growth.”

Through its proprietary technology platform, GVC offers sports betting, casino, poker and bingo through a number of online brands including bwin, Sportingbet, partypoker, partycasino and Foxy Bingo.

Francois Orhan, global director of CRM at GVC, added: “As we’ve established ourselves to be one of the leading gaming brands in the world, we face a growing challenge in keeping the management of customer engagement in a simple and yet diverse fashion, that will cater for players of different brands, regulations and countries.

“Our long-term business relationship with Optimove has impressive track record. We look forward to seeing what the future holds.”

This week GVC provided further details of a commitment to increase safer gambling messages and support for problem gamblers, agreed last month alongside bet365, Flutter Entertainment, Sky Betting and Gaming and William Hill.

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